The NBA is boosting awareness and anticipation ahead of and during their first In-Season Tournament with JCDecaux OOH featuring the first back-glass bus shelter wrap in NYC.
![NBA outdoor advertising featuring vinyl wrap and bench replacement on JCDecaux Digital Bus Shelter in NYC](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2023-11/nba%201.jpg?VersionId=GFhNMC0rHA3XzBitmKJJp_JoHF1zSSwl&itok=_TDAF5xh)
To attract new viewership in the early phase of the 2023-24 season, the NBA is promoting its inaugural In-Season Tournament- an original concept involving new uniforms, court designs, and cash incentives for winning players.
This approximate monthlong event will conclude with the NBA Cup Championship game in early December.
![NBA outdoor advertising featuring vinyl wrap and bench replacement on JCDecaux Digital Bus Shelter in NYC](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2023-11/nba%202.jpg?VersionId=hAuw6p.qD6iUhpoKpB8YB51BnfedYXld&itok=bEgjf1Vw)
OOH is central to the NBA’s marketing strategy as a means of creating a must-see factor that will drive initial awareness of the new season format, valuable tune-in intent, and ultimately increased viewership throughout the season.
In addition to a total replacement of the bench with replicas of iconic courtside seating, the NBA has become the first advertiser to brand the entirety of a NYC bus shelter with a full-length wrap- effectively creating a mini billboard at eye-level.
Audience measurements in Chicago and Boston report that wrapped bus shelters achieve 22% and 32% more impressions on average respectively- a significant ROI of which leading advertisers are taking notice.